THE EFFECT OF eWOM SOCIAL MEDIA ON PURCHASE INTENTION: THE ROLE MODERATION OF INVOLVEMENT
Mochammad Farid Afandi, Diddo Adding Adove, Fajar Destari

Faculty of Economic and Business University of Jember, Indonesia

Abstract

The aim of this research is to examine and analyze the effect of electronic word of mouth (eWOM) on purchase intentions with high involvement as moderation. The research sample was 390 college students. Hypothesis testing used multiple regression analysis and moderation regression methods with SPSS software version 26. This research analyzes the effect of eWOM social media on components of the information adoption model (IAM) including information quality, information credibility, information usefulness and information adoption. The results show that there is a significant effect between information quality and information credibility on purchase intention. Information usefulness and information adoption have no significant effect on purchase intention. High involvement moderates the effect of eWOM on purchase intentions.

Keywords: eWOM- IAM- high involvement- purchase intention

Topic: E-Business and E-Commerce